The Best Types of Posts To Put on Facebook Right Now!

Are you struggling to get visibility on your Facebook page? Are people not “liking”, “commenting” or “sharing” your posts? This is probably a result of them never having the opportunity to see the post in the first place. Even though they have “liked” your page, that does not guarantee exposure of your posts and status updates to that person.

If you have attended any of my workshops or presentations with regards to Facebook, you may recall me talking about “beans on toast” — which is a simplified way of explaining how the Facebook algorithm, Edgerank, is calculated. Adding more beans on toast to your Facebook page is a great way of increasing exposure, but also consider these other factors.

What facebook posts get the most exposure without paying for adverts?

If you are going out of your way to add a post to your Facebook page then you really want as many people to see it as possible. Here is our experience of what works on Facebook and what does not work.

Two stars — Text and an image

If you want minimum exposure, then just add a text update. If you want two stars then add an image with the text. We have found that a personal image ie: selfie, group photo, perhaps something funny that has happened in the office (photo), or a quote of the day, may push it up to 3 stars.

An image that tags another business, and adds a human element to it always gets more exposure.

Three stars — An external links & milestones

Facebook is not keen on taking a user away from Facebook. If you are sending people to your website, or perhaps another website, then you are driving traffic away from Facebook, which means that people will not be seeing adverts, which in turn means less revenue for Facebook. Therefore, the algorithm, says “if you are sending people away from Facebook, then we won’t show that post to as many people” — three stars. There is a bit more detail within the algorithm though. If people click on the link, and then instantly return to Facebook, then Facebook give your post negative “juice” in their algorithm. In their eyes, the article was not very interesting, or the title may have been misleading, so that is not a good customer experience, resulting in fewer people seeing the post. If people click on your link, then spend time on the website before returning to Facebook, then this is a good customer experience, and therefore has positive “juice” in the algorithm and it will be fed to more people. But generally, external links are only worth three points.

I would also like to mention milestones. If you are celebrating a birthday, winning an award, moving offices, launching a new website, launching a new product or even having a new staff member join your team then add it as a milestone. DO NOT add these as a standard post as you will receive more reach and exposure by adding it as a milestone instead.

Adding milestones gains additional exposure.

When did you last add a milestone to your Facebook page?

Four stars — Video

Look down your newsfeed and count how many videos you are fed? I guarantee that you can not spend more than five mins on Facebook without seeing a video. So videos have a lot of weight in the algorithm. So much so, they are worth four stars!

Before you go adding all sorts of video to your Facebook page, let me first explain why video is important, and the best way to capitalise on this part of the algorithm. First, please DO NOT post your YouTube videos onto Facebook. I know it is more work, but simply adding a YouTube link to your page is worth about two stars. Facebook are at war with YouTube, so anything to do with Google / YouTube will not be shown as much as native content. Consider a YouTube post as an external link (worth three points), but because it is YouTube then it has even less friction.

What is native video?

When you film something on your phone, or you take a video using a GoPro then you will have a file called an MP4 file. This is the file that should be uploaded to Facebook. Native video is a common term now. You upload native video to Twitter, Instagram, Pinterest and soon to be LinkedIn. No longer do you need to host your videos on YouTube to enable you to send it out to other places. This is great for the social networks, but not so good for the marketer as it now means more work.

Facebook video gets a lot of exposure.

Five stars — Live Streaming

We can not escape it! We see red notifications when our friends or pages are live streaming. We have little pop ups in the bottom right on the desktop when people are live streaming. Facebook have invested heavily in advertising this feature on billboards and even TV adverts. I guess that Facebook will soon be taking on reality TV shows etc with this technology. Whatever their motive is, they certainly want us to use the feature, and we are heavily rewarded by doing so. Live streaming is worth a whopping five stars. Have you experimented with live streaming yet? If not, then have a think how you could implement an effective live streaming strategy into your business. Here is a blog post that I wrote for the best practice for live streaming.

Click to read the article

At the end of the day, if you want exposure on Facebook then you need to work at it. Adding videos, live streaming, thinking of good beans on toast and original content is really hard work and quite tiresome. If you want to skip the hard work then there is still a way to tap into Facebook and have exposure effectively and that is to put your hand in your pocket and start paying for adverts. From £5 a day you can take away all the hassle (but you still need to design an effective advert campaign). This is the reality.

The choice is yours. Hard work, or paying for adverts.

What would you prefer?

Originally published at on December 15, 2016.

Like what you read? Give Julia Doherty a round of applause.

From a quick cheer to a standing ovation, clap to show how much you enjoyed this story.